Trademarks

Person's Co. v. Christman: Foreign Use, U.S. Priority, and the Limits of Bad Faith

The Federal Circuit holds that use of a mark abroad creates no priority in the United States, and that knowledge of a foreign mark does not by itself defeat good-faith domestic adoption.

February 10, 2025
Racks of folded denim and casual apparel in a clothing store
Person's Co. confirms that selling a brand abroad earns no foothold in U.S. trademark priority. Shutterstock
Educational content, not legal advice. This article explains general legal concepts. It does not create an attorney–client relationship. For your specific situation, consult a licensed attorney.

In Person’s Co., Ltd. v. Christman, No. 89-1370 (Fed. Cir. Apr. 13, 1990), the U.S. Court of Appeals for the Federal Circuit delivered one of the cleanest modern statements of the territoriality principle in American trademark law. Decided April 13, 1990, and reported at 900 F.2d 1565, the opinion arose from a cancellation and opposition contest before the Trademark Trial and Appeal Board between a Japanese apparel company that had built a substantial business under the PERSON’S mark in Japan and an American entrepreneur who had encountered the brand on a trip overseas and then registered an identical mark at home. The question was deceptively simple and enduringly important: when a mark is used and known abroad but not yet used in the United States, who owns it here?

At a glance

  • Case: Person’s Co., Ltd. v. Christman, No. 89-1370
  • Court: U.S. Court of Appeals for the Federal Circuit
  • Decided: April 13, 1990
  • Reported: 900 F.2d 1565
  • Posture: Appeal from the Trademark Trial and Appeal Board’s grant of summary judgment in a consolidated opposition and cancellation proceeding
  • Holding: Use of a mark in a foreign country does not create priority of rights in the United States; knowledge of such foreign use does not, standing alone, render a later domestic adoption “in bad faith.”
  • Disposition: Affirmed.

The facts read like a cautionary tale for international brand owners. Person’s Co., Ltd., a Japanese clothing company, began using the PERSON’S mark in Japan in 1977 and developed a recognized line of apparel there. Larry Christman, then a sales clerk for an American sportswear company, traveled to Japan, saw the PERSON’S goods, and obtained samples. Believing no one had claimed the mark in the United States, Christman began selling clothing under the PERSON’S name in U.S. commerce in 1982 and secured a federal registration in 1984. Only afterward did Person’s Co. expand into the American market, whereupon the two collided. The Japanese company petitioned to cancel Christman’s registration and opposed his rights, relying on its earlier and larger Japanese use. The Board sided with Christman, and the Federal Circuit affirmed.

Territoriality as a structural premise

The heart of the decision is the territoriality principle: trademark rights exist in each nation according to that nation’s own law, and use in one country generally creates no rights in another. The court framed this not as a technicality but as a structural premise of the system. Because a trademark’s function is to identify the source of goods to consumers in a given market, the relevant goodwill is the goodwill that exists where those consumers are. Person’s Co. had cultivated recognition among Japanese consumers; it had not, at the relevant time, cultivated recognition among American ones.

From that premise the priority analysis followed directly. Priority in the United States turns on use in United States commerce. Person’s Co.’s sales in Japan, however extensive, “had no effect on U.S. commerce” and therefore could not establish the senior rights it needed to cancel Christman’s registration. The first party to use the mark in American commerce was Christman, and as between the two contestants before the Board, that made Christman the senior user domestically. The court declined the invitation to treat foreign reputation as a substitute for the domestic use the Lanham Act requires.

Good faith and the knowledge question

The more subtle—and more litigated—portion of the opinion concerns Christman’s state of mind. Person’s Co. argued that even if foreign use alone did not confer priority, Christman’s knowledge of the Japanese mark should taint his adoption and render it something other than a good-faith appropriation of an available mark. The court rejected the argument on the record before it.

Knowledge of a foreign mark, the court reasoned, does not automatically equate to bad faith. Bad faith in this context generally connotes an intent to trade on another’s goodwill or to interfere with another’s known business plans. The court found no evidence that Christman adopted PERSON’S in order to siphon goodwill that existed in the American market—because, critically, there was no such goodwill to siphon. The PERSON’S mark was not shown to be famous or even known among relevant U.S. consumers when Christman began selling, and there was no evidence he adopted the mark to block or extract value from Person’s Co.’s anticipated U.S. entry. Mere awareness that a mark was being used somewhere abroad, without more, did not convert a lawful first use at home into a wrongful one.

This is the doctrinal hinge that connects Person’s to the famous-marks debates that would follow. The court left a door ajar: had the foreign mark been famous in the United States, or had Christman’s purpose been to appropriate established domestic goodwill, the good-faith calculus might have come out differently. The opinion did not embrace a famous-marks exception, but its reasoning implicitly identified the conditions under which the territoriality rule might bend—conditions that Grupo Gigante and the Punchgini litigation would later test head-on.

What the case does not decide

It is worth being precise about the holding’s limits. Person’s does not say that a foreign company can never protect a mark it has used only abroad; it says that on these facts, foreign use created no U.S. priority and that knowledge alone did not establish bad faith. The court was not presented with proof that PERSON’S enjoyed substantial recognition among American consumers, and it did not resolve what would happen if such proof existed. Nor did it address the Paris Convention or Lanham Act § 44 mechanisms by which foreign applicants can obtain U.S. registrations based on home-country rights. The decision is a baseline rule about territorial priority, not a comprehensive map of every avenue open to international brand owners.

Open questions

  • How famous is famous enough? Person’s signaled that a foreign mark’s fame in the U.S. market might alter the analysis, but it set no threshold. That gap drove the later circuit split.
  • What evidence converts knowledge into bad faith? The court required something beyond awareness, but the precise showing—intent to block, to extract value, to free-ride on domestic goodwill—remains fact-intensive.
  • Does the rule fit a globalized media environment? Person’s predates the internet’s collapse of informational borders; whether “no effect on U.S. commerce” is realistic when foreign brands reach American audiences online is contested.
  • How does it interact with § 44 priority? The opinion addressed use-based priority, leaving the relationship to treaty-based filing priority for other cases.

Implications

  • Use it or risk losing it. Foreign brand owners cannot bank on overseas reputation; early use or registration in the United States is the reliable path to domestic priority.
  • Knowledge is not enough to win a bad-faith argument. Plaintiffs must show intent to trade on or interfere with domestic goodwill, not merely that the defendant had seen the mark abroad.
  • The territoriality default is strong. Absent fame in the U.S. market, the first domestic user generally prevails, even against a larger and older foreign user.
  • The case set the stage for the famous-marks fight. By acknowledging that fame might matter while declining to apply an exception, Person’s framed the question the Ninth Circuit and the Punchgini courts would answer differently.

Frequently asked questions

Does using a brand in another country give me any rights in the United States? Generally no. Under the territoriality principle reaffirmed in Person’s, trademark rights are national; U.S. priority depends on use in U.S. commerce (or a recognized treaty-based filing). Foreign use alone does not create domestic priority.

If someone copies my foreign brand knowing it exists abroad, isn’t that bad faith? Not by itself. Person’s holds that mere knowledge of a foreign mark does not establish bad faith. A challenger usually must show the copier intended to trade on or interfere with goodwill that already existed in the U.S. market.

How can a foreign company protect its mark before entering the U.S. market? By registering early in the United States, by using the mark in U.S. commerce, or, where available, by filing under the Paris Convention/Lanham Act § 44 or the Madrid Protocol based on home-country rights. Waiting until a domestic copyist appears is the riskiest course.

Authorities and sources